? Be a Nosey Neighbour and Spy on your Competitors. It's a good concept to spy on your competitors. They may well Have a good idea one can swipe. Or maybe they are doing Things that you can draw attention to and compare Your own services with, (favourably using compare and contrast). Imagine the undercover workautomated for you. And fast. The more rapidly you know what they are up to the quicker you can react. (And profit). I was recently reminded about a great tool that helps Spy on your competition. This service is It's not complex. Type in the web page address you would like to monitor and the email address to send alerts to. For example a rival solicitors news page. You can customise what changes you want reported on the page versus only major changes etc. You can study the changes that were made because it highlights them. I use this tool (along with Google Alerts) to help keep an Eye out for relevant changes online. (Including whether My clients do their homework!) Now you have to think about how you would use this service. Let's suppose you want to find out what other law firms are using as bait to get prospects to engage with them. It's important to swipe and deploy the best pull marketing methods you can. If you get people to respond to your pull marketing you will have a series of leads that are on your desk each day. Leads that are qualified and are there because they are interested in what you have. This is important for three reasons; Clients have more respect because you are the expert and they contacted you You don’t have to work with clients who don’t match your expertise Your time is spent proactively because new clients already know what you do How you respond to those leads is important. And pull marketing can also save you time here. Because you can Qualify Leads through Pull Marketing. You can devise a first, second, third and fourth step in your pull marketing, that separates the diamonds from the dirt. Once you get a lead in, you can provide more information, automatically, that will further qualify the lead. You can even get them to do the work for you to qualify themselves. For example, you can ask them to fill in an audit of what they need or what they have in place before you look at their business in more detail. If it’s a private client, you can ask them to complete a “Roadmap For Tomorrow” before you see them about Estate Planning. What do you need to communicate in your PULL Marketing? When you use Pull Marketing you have to be entering into the conversation that is already going on in your clients’ or prospects’ heads. Ask yourself, “What is it that they are thinking about today, next week, this month?” This is your key to providing them with the information that they need in the language they talk, so that they contact you. And you can keep track of who is doing what with their pull marketing with this tool. Because it will tell you what changes people are making.